On the Retail Service Quality Expectations of Chinese Shoppers

Abstract

The development of effective retailing strategies that are sensitive to cross-cultural differences would seem to be of considerable importance to their success in the global marketplace. Building on two existing models, SERVQUAL and RSQS, this study developed scales to examine service quality in Hong Kong's supermarkets. Based on intensive field study, we revised the existing service quality instruments and developed a new set of instruments to measure service quality in Hong Kong's markets. A new underlying structure emerged, suggesting that in Hong Kong, Chinese consumers perceived service quality in the regular supermarkets based on their purchasing process instead of from the tangible and non-tangible aspects found in previous studies. In the enhanced supermarkets, however, consumers perceived service quality differently than did the consumers in the regular type of store, suggesting a different model would be appropriate. Overall study results indicated that the measurement and underlying structure of service quality perception was not only industry and culture specific, but also specific to the form of retail structures that may enter the cultural mélange of the Chinese marketplace. The full article is only available to IJMR subscribers.

Pengaruh Website Design Quality Dan Kualitas Jasa Terhadap Repurchase Intention : Variabel Trust Sebagai Variabel Mediasi

“…Memperhatikan pemahaman kualitas jasa, maka dapat dipahami pentingnya kualitas jasa dalam meningkatkan kepuasan konsumen, mendorong keinginan konsumen membeli kembali bahkan menjadi konsumen yang loyal (He & Song, 2009;Hemsley-Brown & Alnawas, 2016;Meng, Summey, & Herndon, 2009;Olorunniwo, Hsu, & Udo, 2006). Pada dunia pendidikan tinggi, kualitas jasa juga mempunyai pengaruh yang kuat terhadap kepuasan dan loyalitas mahasiswa (Iswara & Pratomo, 2017).…”

Consumer loyalty in retailing

“…Drugi deo upitnika (22 tvrdnje) se odnosi na ocenu kvaliteta pruženih usluga. Tvrdnje su prilagođene na osnovu pregleda relevantne literature iz oblasti marketinga usluga (Khare, Parveen, & Rai, 2010;Meng, Summey, Herndon, & Kwong, 2009;Parikh, 2006), na osnovu čega su formirane nezavisne promenljive (opipljivost, pouzdanost, kvalitet odnosa, pogodnost, rešavanje problema, asortiman i cene). Opipljivost se odnosi na konstatacije koje se vezuju za fizičku dimenziju usluge, izgled prodavnice, raspored u prodavnici i na materijale u vezi sa uslugom.…”

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“…Kaul (2005) elenca algumas limitações da pesquisa que impedem sua generalização, dentre elas a pequena amostra estudada, a grande homogeneidade do universo amostral formado por habitantes da mesma cidade e frequentadores do mesmo perfil de loja e -a mais significativa para o pesquisador -a falta de adaptação da escala RSQ para a realidade do varejo indiano. Meng, Summey, Herndon, & Kwong (2009) aplicaram a escala RSQ em uma amostra formada por 400 clientes de uma importante rede supermercadista de Hong-Kong (China) que possui aproximadamente 70% do mercado local. Os pesquisadores utilizaram uma escala adaptada com apenas 18 dos 28 itens originais.…”